Who Should Own .Patagonia?

I'm avoiding the whole discussion of about ICANN's money grubbing here, in favor of how a TLD operator could become the money grubber instead/as well.

While I can see _some_ value in owning a brand-name TLD like .patagonia or .nike, I always thought the real value would be in owning something more generic, like .travel (which I know already exists) or .shoes. Then you can squat all you want on the names like patagonia.travel or nike.shoes and make a killing when all the brands associated with your generic niche want a little piece of your land.